Programmatic advertising company MediaMath has partnered with cybersecurity company White Ops in a bid to protect advertisers, agencies and publishers from sophisticated invalid traffic (SIVT). The partnership aims to build transparency and trust as well as accountability in the programmatic supply chain.

Higher rates of SIVT, such as bots acting as legitimate users require advanced analytics, human intervention and other measures to detect and mitigate. Impressions served on the MediaMath platform will be guarded against malicious and sophisticated attempts to fraudulently claim ad revenue by leveraging White Ops’ human verification technology.

The companies will co-locate servers globally that cover the entirety of MediaMath’s footprint. This technology will evaluate every impression MediaMath bids on globally.

“The advertising supply chain must take innovative steps to prevent fraud and increase advertising efficacy,” said Joe Zawadzki, chief executive officer, MediaMath.

“By combining our own proprietary tools and processes with those of White Ops, and focusing on measurably superior outcomes, we can identify and avoid fraud and other undesirable activity, allowing our customers to focus on bettering the overall programmatic journey for the end user. We look forward to collaborating with White Ops even further to enable marketers to see the maximum potential of their advertising investment and ensure we add true value with better access to fraud-free supply.”

The partnership is one of several currently being developed in support of the initiative. This time last year MediaMath secured $225 million in financing to accelerate its demand-side platform and data management platform. Over 9,500 marketers in 42 countries use MediaMath’s software every day to launch, analyse and optimise their digital advertising campaigns across display, native, mobile, video, audio, social and advanced TV formats.